Law & market
UK DMCC Act compliance checker
The UK's Digital Markets, Competition and Consumers Act 2024 (DMCC) made fake reviews and invented urgency directly unlawful and put enforcement in the CMA's hands, alongside the long-standing CAP Code administered by the ASA.
What it covers
ComplyAds checks your listing text against the UK rules that most often trip sellers up, and cites the specific instrument behind each flag:
- Medical or health claim — claims that a product treats, cures or prevents a condition CAP Code s12 (rule 12.1 — medicines, devices, health-related & beauty products)
- Fake or incentivised reviews — fake, bought or undisclosed incentivised reviews DMCC Act 2024 Sch 20 (fake reviews banned)
- Unsubstantiated efficacy claim — efficacy claims like "clinically proven" made without solid evidence CAP Code rule 3.7 (hold documentary evidence before claiming)
- Misleading or drip pricing — inflated "was" prices, fake discounts and fees revealed late CAP Code rules 3.17-3.22 (price statements)
- Unqualified superlative or absolute claim — unqualified superlatives and absolutes — "best", "#1", "100%" CAP Code rule 3.7 (substantiation) + rule 3.33 (comparisons)
- Unqualified environmental claim — vague environmental claims like "eco-friendly" or "carbon neutral" CMA Green Claims Code (CMA156)
- Possible false urgency or scarcity — invented urgency — "only 3 left", "ends today" — that isn’t genuine CAP Code rule 3.30 (must not falsely claim a product/offer is available only for a very limited time to deprive consumers of the time/opportunity for an informed choice) + rule 3.27 (reasonable estimate of demand)
An example that gets flagged
Flagged · Medical or health claim
This balm cures eczema and clears up acne in days.
ComplyAds flags that as a health claim and points to the exact rule it relates to, not just the act — a prompt to look more closely before you publish.
How the check works
Paste a listing, ad or post; every risky phrase is highlighted in your text with the reason in plain English and the rule behind it. It runs in your browser and nothing is uploaded.
Not legal advice. ComplyAds is an informational risk check that flags potentially problematic wording under UK rules. It does not certify compliance or cover every rule, and it is no substitute for advice from a qualified professional in the markets you sell in.
Questions
What did the DMCC Act change?
It made fake and incentivised reviews and invented urgency directly unlawful, and gave the CMA power to fine businesses directly for unfair practices. ComplyAds flags wording that may breach it.
Is the CAP Code law?
The CAP Code is the UK advertising rulebook enforced by the ASA; breaches can escalate to the CMA and, under the DMCC, to fines. ComplyAds cites both where relevant. It is not legal advice.